Word: nike
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Dates: during 1980-1989
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...cynical one is hardly original: drop the facade, face the music and pay the players their market value. Rather than let Nike pay Valvano $150,000 to force his players to wear Nike equipment on the court (And planes--for "team unity," according to Valvano.), let the "amateurs" endorse their own products. This plan, of course, will never happen...
...rate was healthy by any measure, it was down from 29% the previous year. As they pour money into R. and D., the shoemakers hope to come up with new products that weekend athletes can't resist. One new customer of note: Batman, whose movie shoes were based on Nike's cross-trainer...
...shoemaker's fortunes rely heavily on advertising. Nike's theme, "Just Do It," which urges would-be customers to get off their couches and onto their exercise bicycles, has been widely praised. But Reebok's recent "Let U.B.U." ad campaign, which starred eccentric characters in surrealistic situations, was considered a bust. All the major manufacturers have hired celebrity pitchmen. Nike pays multitalented pro athlete Bo Jackson to sell its cross- trainer shoe, and Joan Benoit Samuelson to advertise its running line. L.A. Gear keeps retired Los Angeles Lakers star Kareem Abdul-Jabbar on its payroll; his former coach Pat Riley...
Having paid heavily to pump up their images, footwear-makers capitalize on their cachet by emblazoning their emblems on clothing. Nike, whose apparel sales reached $208 million in fiscal 1989, sells hundreds of garments ranging from lemon-colored cotton jerseys to hot-pink bicycle shorts. Next spring Nike will launch an Aqua Gear line for wind surfers and other hardy types...
...Nike, Reebok and L.A. Gear are creating space-age sneakers in their fight for a $9 billion market. -- Payoffs and fake lab results taint the generic-drug industry...